BMA Tower Awards People's Choice

Accenture: High Performance Delivered

Category: Digital Advertising

Communications Objective: Accenture’s focus for the next chapter in its brand history is to move beyond awareness – to drive buyer consideration. Clients know Accenture and tell us we’re different. However, they have limited knowledge of the full breadth and depth of our services and solutions. Untapped needs are significant and Accenture has a tremendous opportunity to grow share of wallet.
Specific goals of the campaign include:
Goal 1: Increase target familiarity with AccentureÙs range of capabilities while maintaining advertising awareness levels.
Goal 2: Increase target engagement with case studies and key growth area content while driving overall website views.
Goal 3: Generate employee enthusiasm for the advertising and help push Accenture engagement metrics into the top-tier of “best employers”.

Communications Strategy: Accenture anchored its messaging around the success of its clients rather than brag about itself, and tailored content to highly relevant business challenges. Most importantly, the campaign offered proof of results in hard-hitting, succinct headlines (e.g., “$7 Billion in Online Sales for Marriott,” “€1 billion in Savings for Unilever,” etc.) rather than bury the details in copy. By making tangible business outcomes the story, the strategy was to engage the C-Suite audience with compelling facts above-the-line to encourage them to dig deeper on Accenture.com. Finally, Accenture chose to act more like a B2C brand by infusing a strong aesthetic sensibility into its advertising with an approach that features bold colors and visuals with clever headlines and a tone that reinforces the collaborative values of the brand.

Accenture needed a highly focused media strategy to stand out, and capitalized on C-Suite executives 15+ business trips a year (Source: Accenture Global Awareness Tracking) by leveraging airports. Accenture created high-impact environments at New York JFK, Chicago O’Hare and Miami International as well as transit takeovers and taxis in markets like New York and Washington, DC. In digital, Accenture engaged its on-the-go audience given that 80% own an iPad and 60% subscribe to newspaper or magazine apps (Source: Accenture Executive Lifestyle Research). By using targeted media partners across online and iPad, Accenture ensured high message frequency and the largest impact with limited dollars. Finally, they leveraged all social media channels across Facebook, Twitter, YouTube and LinkedIn in a coordinated effort to engage their C-Suite audience and amplify campaign messaging.

Results: Success was demonstrated and confirmed by the target audience in research across all three objectives as follows:

Goal 1: Increase target familiarity with Accenture’s range of capabilities while maintaining overall advertising awareness levels. “...The ads from today draw you in and make you want to understand more...”

Goal 2: Increase target engagement with case studies and key growth area content while driving overall website views.
... The strategy delivered over 83,000,000 impressions and nearly 100,000 visitors to accenture.com. Website engagements exceeded goal by 80%. Page views of campaign-related content grew 89%, beating the 50% goal.

Goal 3: Generate employee enthusiasm for the advertising and help push Accenture engagement metrics into the top-tier of “best employers” .... Following the launch, 64% of US employees were “engaged”, exceeding AonHewitt’s 60% benchmark for “best employers”. 69,000 employees attended the launch webcast globally.

Aon: Pass It On Recap

Category: Video

Communications Objective: Throughout the program, we have studied overall engagement of colleagues to better understand colleague adoption of technologies and consumption of communication. We’ve supported client and community events, fostered global knowledge sharing through “fun” content distributions (Question of the Day), and encouraged colleagues to live “Aon United”.

Pass It On showed 88% of offices participated either with a local event or on AonPassItOn.com.

Through daily challenges, incentives and local recognition, frequency and loyalty of website visits and content submissions maintained momentum throughout the program.

By recognizing and directing local amplifiers we received tangible and measurable results; high participation in global video, socialization of Global Service Day resulting in 139,000 impressions.

Communications Strategy: The idea was to document as much as possible of the program through images and testimonials. The program was set up as a team competition to create interaction without the offices. The video was posted on our internal site and is requested by local offices to show colleagues, clients, and prospects.

Results:
By the Numbers:

• 63 Countries
• 160 videos
• 169 Cities
• 200 Offices
• 236 Aon360 Women Who Empower Results profiles to date
• 780 client, colleague and community events
• 7,700 pictures uploaded
• $10,000 awarded Bridging in Minneapolis
• 45,308 colleagues
• $100,000 donated to UNICEF
• 200,000 kms travelled to date
• Over 775,000 Questions of the Day answered

Apartments.com: The Perfect Fit for Apartments.com

Category: Integrated Marketing Communications Program

Communications Objective: Increase market awareness and drive website visits to Apartments.com among its dual audiences: property managers and executives of apartment communities who make or influence decisions about where to advertise and the consumers who use Internet Listing Services to seek out rental properties.

Communications Strategy: Mixing b-to-b and b-to-c print ads, targeted online units, a Pandora radio spot and an internal kick-off video, the program plays off the positive feelings that people experience when they've discovered precisely what they’re seeking in an apartment or potential new resident.

Tagged with the line, “Find your perfect fit,” the integrated program plays off the positive feelings that people experience when they've discovered precisely what they're seeking in an apartment or potential new resident. Headlines paired with bold, close-up portraiture of consumers and property managers in their “moments of discovery” inject a strong human interest angle that's paid off in the story-telling copy. Additionally, each execution features an iconic green key representing the power of Apartments.com to unlock opportunities, providing a consistent and memorable graphic hook to help tie together all elements of the campaign and pay off the tagline.

Results: In its first six months, online components of the program generated above-average click-through rates, while generating more than 4 million Impressions among apartment leasing managers for the Apartments.com brand messages.

CDW: Healthcare HIMSS Tradeshow Marketing Program

Category: Face-to-Face Marketing

Communications Objective: The primary audiences for the HIMSS trade show are IT directors and managers at healthcare organizations nationwide — ranging from small physician practices to large hospital systems.

CDW Healthcare’s objective was to showcase their position as a leading provider of technology solutions and products, but with the challenge of a smaller booth than the previous year. They needed a way for booth staff to talk about solutions without having physical products on the floor.

Goals:

• Relationship building
• Lead generations (new and existing customers)
• Brand awareness and thought-leader positioning
• Market intelligence
• Partner engagement

Communications Strategy:
Prew-show activities:

• Landing page
• Twitter promotion
• Blog promotion
• Infographics for viral activity
• National advertising — online banner ads, publication ads
• Direct mail
• Cross-promotional marketing

Trade show booth:

• Graphic treatments and signage
• Pull-through strategy
• Incentive marketing
• “Connections Bar” with games
• Presentations
• Collaboration areas
• “Explore IT” sales enablement touchscreen

Onsite promotions:

• Graphic animations for HIMSS TV
• Floor sticker signage
• Looping video in booth
• HIMSS publication advertising
• Educational session
• Online and social media promotion

Results:
CDW Healthcare “Industry View” blog:
468 page views
382 views of the “HIMSSanity” infographic
79 shares
Average time spent viewing: 2:57 minutes

HIMSSanity infographic viral activity:
Picked up by Healthcare Technology Online, Health Directions blog, and HIMSS Facebook
Number of Twitter followers reached: 22,239
Number of Facebook followers reached: 8,251
Facebook likes: 74
Facebook shares: 35<

National advertising:
Total page views from ads: 3,073
Percent of overall page views from ads: 13%

Connections Bar and games:
Games played: 103
Players: 507

Explore IT sales enablement touchscreen:
Total views: 1,639
Product demos: 842
Whiteboard usage: 140
Emails sent: 55
Leads captured: 121

Twitter metrics during the trade show:
Tweets: 89
New followers: 88
Mentions: 82
Percent of tweets retweeted: 48%

YouTube “Harlem Shake” metrics:
Views: 1,539
Likes: 10

Central Life Sciences: Bug Free Grains Campaign

Category: Integrated Marketing Communications Program

Communications Objective: Because insect control is a dominant issue affecting product quality and profitability for grain operation managers, the issue needed to be addressed head-on by giving voice to the pain point. The corresponding solution of Centynal and Diacon is then intertwined in the minds of the customer. The campaign makes this tank-mix option the preferred choice and makes grain operation managers and distributors aware that we now offer a one-two punch solution by highlighting the results of an untreated crop. For the primary audiences of grain managers at wheat, corn and rice operations nationally, distribution partners and sales teams, the execution allowed a clear expansion into the various markets by utilizing a visual focus on each particular crop.

• Speak to each grain segment with targeted content
• Stand out from other ads with concise but unique messaging
• Deliver minimal, but impactful content and drive contact through interactive mediums

Communications Strategy:
1.Wheat & General Grain Audiences
Introduce Centynal™ (an insecticide), as a great tank-mix partner with Diacon® (an Insect Growth Regulator). Diacon is an established product that has been used in the wheat and general grain market for over five years.

2.Corn & Rice Audiences
With almost zero penetration in these markets, introduce both products together as a new total solution.

Distribution/Media Plan:

• Sales video & introductory presentation
• Sales kit (folder, sell sheet, rack brochure, poster, Q & A form, MSDS labels, specimen labels)
• Grain specific print ads
• Grain specific banner ads
• Media plan (fully integrated schedule including value-add opportunities in all major grain journals nationally)
• Direct mail & e-Blast
• Television
• Radio
• PR/Social
• Interactive - market specific URLs (bugfreewheat.com, bugfreecorn.com, bugfreerice.com)

Results: The integrated campaign supported product understanding and greater sales adoption and testing. The introduction met product sales expectation and further established Diacon and Centrynal as the go-to alternative for stored grain protection. Internal education about the product benefits and how best to sell the tank mix concept were swift and well received.

Dentsply: D.D.S. Dan Integrated Communications Program

Category: Integrated Marketing Communications Program

Communications Objective: To break through in a sterile marketing space, we concepted a fictional dentist/private eye who was intriguing enough to represent the TPH®3 brand and likeable enough to go viral. This aimed at key younger dentists, but the familiar comic book/graphic novel motif encouraged older dentists to engage as well. The plan integrated print, email, social, digital and video, and it was unique to the category.

The yearlong campaign deployed five stories, one every two months. These addressed real dental restoration challenges and each was solved by D.D.S. Dan using one of the five benefits of TPH®3. Between each story, D.D.S. Dan interacted with dentists via Facebook and Twitter, addressing dental topics, trends, questions and more. He also attended trade shows physically (as a popular, life-sized cardboard cutout) and virtually as he reported on the events through social media. From a microsite to video to print ads, the campaign saw full integration for a complete brand experience.

Communications Strategy: To create disruption and breakthrough in a sterile dental marketing space, we proposed a direction that resisted the status quo in a unique, fun and fully integrated campaign. The strategy resulted a comic-book dentist/private eye persona who would be intriguing enough to represent the TPH®3 brand and likeable enough to go viral via social media and well-established channels. This approach looked to attract key younger dentists, but the familiar comic-book approach would encourage seasoned dentists to engage with the brand as well. The concept would integrate print, email, social media, digital and video to convey a progressive brand storyline. And it would be entirely unique to dental products marketing.

Results: D.D.S. Dan not only has successful metrics, but also generates very valuable insights on how dentists use, interact with and respond to social media. The email campaign saw open rates of up to 25%, which spiked D.D.S. Dan landing page and microsite traffic by 170%. There were over 3,600 views of the D.D.S. Dan landing page, and site visits averaged eight minutes thanks to informative and entertaining copy and original animated video. Partner site TPH3.com saw monthly average traffic jumps of 34% during the campaign and sample requests, a key indicator of success in the dental space, increased by 11%.

Emerson: It’s Never Been Done Before

Category: Corporate Brand/Identity

Communications Objective: Previously, global technology and engineering company, Emerson had successfully established its credibility as a global solutions provider. But despite its many groundbreaking innovations, others in its field were seen as the real innovation leaders. Emerson was seen as “reputable” “reliable” but not “innovative and forward thinking” – attributes it needed to own to win in the highly competitive B2B space.

Goal: Get credit among business analysts, investors and customers for its groundbreaking innovations as well as its future prospects for successfully delivering solutions that propel its customers’ businesses forward.

Challenge: Communicate its innovative but complex solutions, simply.

Approach: New “IT’S NEVER BEEN DONE BEFORE” creative focused on the extreme challenges Emerson helped customers solve, demonstrating that it enables customers operating in even the most extreme conditions to conduct business 24/7/365.

Communications Strategy: Emerson knew that its investor/analyst targets were information junkies and that they were always looking for companies with groundbreaking technologies. However, they discovered that this highly cynical group perceived everyone to be talking about innovation in the same way – all sounding alike.

To stand out, Emerson needed a different approach.

Fortunately, Emerson is different. Annual investments in the $700 million range for Engineering & Development dramatically improved the way it innovated – ensuring that its innovations aren’t merely improvements to current technology, but produce new-to-the-business, new-to-the-world technology solutions that address critical customer needs.

To highlight Emerson innovation, the campaign features new customer success stories that showcase how its technology enables its customers to do things that truly have never been done before.

While everyone else talked innovation, Emerson showed it.

With a small media budget Emerson had to maximize impact. The “IT’S NEVER BEEN DONE BEFORE” campaign creative ran on a distinctive mix of domestic and international business and financial media like CNBC, FoxNews, Golf Channel, CNN International, EuroNews and the Wall Street Journal.

Emerson wrapped Fortune magazine with longer versions of its stories and gave complimentary subscriptions to key individuals within its target.

Emerson dominated airports in major financial centers with spectaculars, takeovers and animated LED boards.

Rich-media, synced units and in-banner videos ran on websites and iPad apps like CNN, Forbes, BBC, Wall Street Journal and World Media Online.

QR codes gave immediate access to in-depth info for each case on a revamped “IT’S NEVER BEEN DONE BEFORE” website that was optimized for mobile.

Messaging didn’t stop with ads: the powerful story of its new-to-the-business/world innovation was a key theme in Investor Relations communications and all PR efforts.

Results: The new creative broke in April 2012.

FORTUNE World’s Most Admired Companies survey: in the definitive report card on corporate reputation In March 2013, FORTUNE issued its annual World’s Most Admired Companies survey. In this definitive report card on corporate reputation which compares 687 companies in 57 industries & 30 countries, Emerson’s Electronics Industry Rank rose to #4 up from #5 last year.

In the same report, Emerson’s industry rank for Innovation witnessed the most dramatic change - to #4 up from #12 last year! In addition, its industry score, as calculated by survey partner, the Hay Group, rose while those of key competitors fell.

And for the 1st time ever, Emerson made Thomson Reuters Top 100 Global Innovators list.

A separate Fortune survey of C-level executives worldwide found that 83.5% of indicated that the program had enhanced their perception of Emerson. And 88.9% were now more likely to consider purchasing Emerson products/services.

New stories increased engagement, with CTR (Click Through Rates) and IR (Interaction Rates) for all digital media outperforming industry benchmarks by 6X and 2X respectively in comparison to 2011.

Specifically synched units beat industry benchmarks by 17% and in-banner videos by nearly 3X. New iPad placements leapt over the industry benchmark of .21% with a .95% CTR, while Mobile CTR performed at 3X above the benchmark (a 373% improvement over the previous year).

Site traffic increased by 366%, time onsite increased by 296% & returning visitors increased by 153%. Mobile time onsite was also up by 59%.

Ingredion: Launching the Ingredion Brand

Category: Video

Communications Objective: Ingredion means ingredients—and action, innovation and solutions. That’s the new name of Corn Products International, a century-old company that purchased another century-old company, National Starch, in 2010. Together they became a $6.2 billion Fortune 500 ingredient solutions company serving 60 industries, including food and beverage, with a global footprint in 40 countries. Our job was to help position the newly expanded company in the marketplace, build the foundational corporate identity and brand elements, and launch and activate this new brand globally. This external launch video tells the whole story of the company and the value it brings to customers.

Communications Strategy: The strategy is to tell the story of Ingredion clearly and simply—and in a way that gets to the emotional connection between what Ingredion does and how it affects people’s daily lives. (Note: the English version is submitted here, but it was translated into multiple languages).

The video is all animated illustration, a smart, flexible approach for a global company that operates in 11 languages. It tells the story of Ingredion unhurriedly—in sharp contrast to so many videos that are all quick cuts and fast action. The unspoken underlying themes are integrity and goodness; here is a company working to do the right thing by its customers, its employees and consumers.

Results: This video has struck a chord with many different audiences, both internal and external.

USG: “The Weight Has Been Lifted: Joint Compound”

Category: Enablement Tools

Communications Objective: In the world of construction, new products will only be purchased if potential buyers can see the inherent value. So even for a company as highly-regarded as USG, the introduction of a new product isn’t different. To goal was to generate awareness and customer engagement, by encouraging trial and stimulating market conversion.

Communications Strategy: Launch a new product during a period of economic downturn, demonstrating to an already highly skeptical audience that switching to SHEETROCK® Brand UltraLight All Purpose Joint Compound is a change worth making.

Results: Shipments to retail partners over launch period exceeded plan by 13%. Traffic to product website up 70% versus pre-launch metrics.